What do a three-breasted woman, a pole-dancing Justin Trudeau, and the late Pope Francis in a puffer jacket have in common?
These bizarre AI-generated visuals feature in Equinox’s New Year’s campaign, each juxtaposed with a striking portrait of an ordinary (albeit very toned) person.
Landing amid the January gym rush, “Question Everything But Yourself” was developed by agency Angry Gods.
In line with Equinox’s penchant for bold start-of-year campaigns (see: its 2023 ads that banned new members from joining on Jan. 1), its 2026 push contrasts AI slop with real-life images to make a statement that “the only thing you can truly believe in is yourself.”
The campaign launched on Jan. 5 across out-of-home, digital, social, and owned channels. In the days prior, it was preceded by a series of deepfake videos on Instagram – including one that showed babies on water skis and another depicting runway models wearing a series of outlandish balloon dresses.
